Lonely Brand book v2

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BRANDING GUIDELINES. 1

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TABLE OF CONTENTS PREFACE

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COLOR

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VOICE

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DESIGN ELEMENTS

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THEME COMPONENTS

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PREFACE These guidelines were created in 2015 by the graphic designer with the goal of creating a more cohesive, iconic, and distinct brand identity for Lonely Distillery. This style guide is intended to assist members when creating publications, poster designs, social media campaigns, and all other promotional or marketing tools for the public sphere. While the standards outlined in this guide should be strictly followed, it is also a living document that may be appended at the discretion of the graphics team and executive board in order to ensure the brand’s continued alignment with the developing needs and goals of the distillery.

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COLOR PALETTE The colors associated with Lonely Distillery’s brand are predominantly of monochromatic shades of blue and black.

They help achieve the brand’s personality and voice.

Pantone 431 CMYK 75 57 47 26 RGB 0 18 49 Hex 00 12 31

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Pantone Cool Gray 11 CMYK 67 61 60 47 RGB 0 18 49 Hex 00 12 31

Pantone 539 CMYK 92 77 53 65 RGB 0 18 49 Hex 00 12 31

Pantone 296 CMYK 73 67 66 82 RGB 0 18 49 Hex 00 12 31

Pantone Black 6 CMYK 81 70 59 75 RGB 17 24 32 Hex 11 18 20

COLOR & TYPE SELECTIONS

TYPEFACES OSWALD abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPRSTUVWXYZ 1234567890

Oswald Light, Regular & Bold Akzidenz Grotesk Roman & Black Clarendon Light & Roman

AKZIDENZ GROTESK abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890 CLAREDON abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890

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THE BRAND’S VOICE

TONE OF VOICE Engaging » Witty » Playful » Direct

Lonely Distillery’s personality is a solitary figure that represents an emotion everyone experiences at one time or another, loneliness. His snarky remarks and commentary are his way of suppressing the emotions within. He’s a straightforward, tell it like it is type of guy in the way he acts and speaks. The language is never on auto or formal. It is richly flavored, different and thus very unexpected.

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The inspiration for Lonely Distillery’s brand and tone of voice came from by research online, in the library, and from the world around us. Paintings, illustrations and photography were used to determine the color palette. Loneliness is not a commonly shared emotion.

People cope with it in their own way, which is referenced by the hand rendered letterforms. The silhouette figure that replaces the ‘n’ represents the human connection to the emotion. This Brand Book shows the process of creating an identity for Loneliness.

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DESIGN ELEMENTS

OUR LOGO Our logo is a very valuable assest to us and it is esstential to the brand that it is always used correctly.

While the logo should be kept in its pure form in order to promote brand recognition. Altering the logo is only acceptable under certain circumstances, such as enhancing a design but specific restrictions must be followed. All alterations must be done in a manner that does not hinder brand recognition in anyway.

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DESIGN ELEMENTS

STATIONARY

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ADVERTISEMENT

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PACKAGING

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DESIGN ELEMENTS

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THE DO’S AND DONT’S

THEME COMPONENTS The space between elements should not be modified in anyway.

The logo is available in three ways, stacked, horizontal and text only.

It should be used on all literature, advertising and products. The following are acceptable ways of reproducing the logo.

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One Color

Pantone Black 6

LONELY DISTILLARY One Color

Pantone Black 6

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Two Color

Pantone 431, 539

LONELY DISTILLARY Two Color

Pantone 539, 296

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Three Color

Pantone Cool Gray 11, 539, Black 6

LONELY DISTILLARY Three Color

Pantone Cool Gray 11, 539, 296

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Reversed

LONELY DISTILLARY Reversed

Unnacceptable ways of reproducing the logo.

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Do not stretch or warp the logo in anyway.

Do not add effects including a drop shadow, bevel or glow.

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Do compromise the visibility of the logo by using a dark color on a dark background.

Do not use colors unassociated with the brand when reproducing the logo.

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Do not alter the signature in anyway, including changing the typefaces, their weight, or the color variations.

Do not rotate the logo or make any other changes to compromise legibility.

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Do not stretch or warp the logo in anyway.

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Do not reproduce the logo on top of a gradient background.

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SPICE UP YOUR SOBS WITH SOMETHING NEW. 18

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